How To Create A Social Media Report
Posted on 11th July 2024
Marketing on social media is great – but if you don’t check your analytics and create reports to track them, you won’t know if your marketing efforts are working or if you’re spending time on something that’s wasting money which could be directed elsewhere.
Social Media Reports are more than just listing your numbers – they provide a detailed, visual insight into your performance that can be shared with the relevant teams in your business so they know where to make improvements.
Here’s how you can create a social media report.
Decide Your Presentation
Knowing how to present your analytics in a clear and concise way relies on your presentation. Whether you prefer a spreadsheet, power point, word document or memo template, whichever you choose will form the basis for your future reports where you can simply input the data each month or every few weeks as they change.
Having a consistent presentation will help you and your team spot trends and notice when or if things begin to improve or worsen with your marketing efforts. It’ll also help if your business grows and you hand the metrics reports over to another team or hire someone new, as they’ll be able to get to grips with reporting quickly.
Know What Metrics You’re Reporting
What is it that you want to track? You must be aware of what matters the most to your company when it comes to your metrics, but if you need some guidance on what you could look at here are some ideas:
• Audience Growth – If your goal is to expand your audience, then you need to track the growth of said audience. This metric is one of the core indicators of how well your social media marketing is doing, showing that your content is attracting the audience you set out to gain when you started up on these platforms.
• Post Volume – How many times are you posting? There is such thing as over-posting, but there’s also the chance you aren’t posting enough either. This will become clearer when you check your metrics and the engagement on these posts, and can give you indication on when your audience is more likely to be online. Tailoring your content to go out when your audience is about to log on will give you a better chance at appearing higher up on their feeds and capturing their attention straight away.
• Post Engagement – Tracking engagement is the main way you can see if your audience likes what you post – comments, shares, clicks and likes are all considered engagement, and helps you know what content is enjoyed by your audience, and what you may need to rethink or remove from your digital marketing strategies.
• Clickthrough Rate – When you link off your social media page and to your website or to another page, you need to know how many people are clicking these links. This is especially important if you’re running ads as clicks cost you money, and you want your cost per click to be as low as possible but your clickthrough rate to be high. This also allows you to measure your conversions and work out if you’re getting the best return on investment possible.
• Competitor Metrics – You’re in a competitive industry, so make sure you keep an eye on other businesses like yours. You can do analysis from time to time to see if you’re beginning to become a go-to source in your industry and if you begin to rank higher than the competition the more you improve your digital marketing efforts.
Gather Data
When you’ve worked out which metrics you’ll be reporting on, you need to get all of this data together. Know where you’ll be finding these analytics and make a note of your sources – link to where you get these analytics from for transparency with your team, allowing them to access these sources if they take on reporting or if they notice any discrepancies with what's within the report.
Be Visual
Visual information helps to break up your analytic reports, making data easier to digest and more understandable. Using graphs and charts to display your data also helps with making comparisons to previous reports, and with grasping key insights at a glance. If you want your employees to engage with your reports and use the data effectively when it comes to creating strategies, visual elements are the thing to use.
Social Media Reports are imperative for taking your business to the next level online, and should be used to improve the way you approach digital marketing as whole. If you want to get your business out there, then creating reports is one of the main steps to ensuring you’re on track, so begin creating your social media reports and discover their power today.
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